Do you need a blog for your business?
This isn’t the 1990’s where you write a blog about your life and your parents and maybe a few friends read it just for fun. No, this is 2019, when blogging is a useful tool for website traffic. Consumers trust you if you’ve written a (well researched) blog about your expertise. In this world of the internet, we are no longer requiring our sources to come with PhD’s, we just want information quickly, and from someone with significant experience on the topic.
So the question is, do you need a blog for your business website?
This could come down to a few simple questions:
What is your industry?
There are some industries that people simply aren’t Googling to read about. Sure, some of them may be able to stretch into content, but how much traffic are you bringing in with that content, vs how much time you’re spending creating it? For example, if you sell kitchen chairs (yes, I am sitting at the kitchen table) how many topics could you write about regarding kitchen chairs? You could write about interior design options, or the best products for maintaining your kitchen chairs quality, but how many people are Googling those topics/questions when shopping for kitchen chairs?
Do people Google topics about it?
We Google pretty much everything… I know you’ve seen the funny memes with the weirdest things people Google. But this doesn’t mean everyone should blog. Do you think people are Googling your industry/topic and looking for regularly updated information about it? Then yes, you should definitely be writing about it! If there is one or two questions that people may Google regarding your product/service, then it may be better for you to create a single FAQ page with the information, and just invest in good SEO for your website as a whole.
Do you want website traffic? Does your business depend on traffic?
Are you selling products or booking clients for your services regularly? If you said yes, then you’re likely depending on traffic to get those clients. No one wants to spend all day pitching their services on Facebook, when that time could be spent building your business in other ways. The great thing about blogging is that it tells the search engines that your website is active, and is being updated regularly. Search engines will see that your content isn’t out of date, and you will rank higher in searches. I cannot tell you how annoying it is to search a topic and see the date say “February 10, 2010”..... 2010 was pretty much a whole different world than 2019.Tell Google that your content is fresh and new, and that it should be populated first. (this may also mean repurposing old content with updated information, so it repopulates to the top!)
Do you enjoy writing? Do you have the means to hire someone to write?
Honestly, don’t write a blog if you hate writing.. Or if you’re simply bad at it. Writing badly will likely only harm your status as an expert rather than helping with your website traffic. This may mean the best choice is to hire someone to write your blog for you. Copywriters that write blog content do tons of research on their topics so that the content is valuable, and your business will still be centered as an expert in the industry.
Do you use Pinterest/Tailwind?
Pinterest is a search engine, not a social media platform. Woah! Yeah, and it is an extremely valuable search engine for a large selection of industries as well. If you’re using Pinterest as part of your marketing plan, then having a blog is a great way to consistently have new content to add to your profile, for others to re-pin. Essentially, it does the marketing for you. To up the ante, you can use Tailwind to automate the process of rotating content and creating traffic. These two tools can be a bit confusing, so it is something I highly recommend outsourcing to an expert.
Are you a local or exclusively online business?
Local businesses have the benefit of being able to add their location to their SEO, and therefore showing up on search engines in their region for that information alone. Online businesses have to be strategic with their SEO so that people worldwide in their niche will search and land on their website. Blog content can be the push that you need to get your website to pop up in your potential clients search.
My final advice if you’re still on the fence:
Brainstorm 12 topics you would search yourself (if you didn’t already have the expertise)
If you can come up with 12 without too much of a struggle, then I would suggest trying out blogging for 6-12 months. You can write all the posts in advance, or hire out the task to a copywriter, then schedule the content to post one to two times a month. At the end of the 6-12 months, if your website traffic hasn’t increased, or you haven’t gained a notable number of new clients, then it’s safe to assume it isn’t a profitable addition to your marketing strategy. I must reiterate that simply blogging, without the addition of good SEO or possibly a Pinterest strategy, does not guarantee a spike in website traffic. The change may also take a few months to take effect.